You might have spotted Studio Output‘s rebrand of CALM (Campaign Against Living Miserably) in the design press this week. We worked with CALM to hone their verbal identity alongside Output’s visual work.

CALM already had a distinctive tone of voice: bold, punchy, and powerful. Our job was to help them use it authentically – across all of their channels.

Here’s what Gemma Wilson, the lead writer on the job, had to say about it:

CALM has the kind of voice that would stand out in any sector, and it’s particularly distinctive alongside other charities and mental health services. We needed to retain that authenticity and show how it can expand to fit the whole organisation, with all the different moments they meet their audiences in.

It’s an unusual challenge, but one with so much potential for strengthening the brand even further. We worked with internal teams to show how their bold, punchy, and much-loved voice can work everywhere – even the toughest topics.

Check out the coverage in full in Creative Review, Creative Boom and It’s Nice That.